URBINI

THE CHALLENGE

Juvenile products brand, Urbini, successfully launched three premium-priced strollers/travel systems at Walmart. The brand was so well-received by store managers and Millennial Mom consumers that after only one month of sales its products earned expanded store distribution and stock reorders. The company did not have the experience and resources to maintain launch momentum and achieve long-term growth.

THE APPROACH

With the research and knowledge that the purchase behavior of millennial moms worldwide is highly influenced by the opinions of bloggers and other online reviews, Agency 451 recruited “mom ambassadors” – respected mom bloggers from the UK, US, Netherlands, Canada, South Africa, and around the globe – to expose their audience to an international array of parenting options for inspiration and peace of mind.

To position Urbini as a thought leader and expert in the parenting space, we created and launched a custom, branded content channel, “Mom Voyáge”. This channel promoted creative content and Urbini-authored articles about best practices from around the globe for pregnancy, parenting, use of baby gear, and child safety and mobility.